Advertisers Should Act More Like Newsrooms

The rise of spontaneous social ads means the end of the ad campaign as we know it – Harvard Business Review

A fascinating thing happened at the Super Bowl this year. Typically, Super Bowl advertisers meticulously plan every aspect of their presence months in advance of the big game. But this time, Coca-Cola, Audi, and Oreo didn’t just limit themselves to pre-packaged creative — they also had in place rapid response teams that adapted to events as they happened. So when the rest of America was reacting to the power outage in the stadium, the brands were, too — appropriately and in their own brand voice.

Recently, the Wharton Future of Advertising Program asked more than 175 industry leaders to describe their vision of what advertising would be like in the year 2020. Based on our analysis of the responses to the 2020 Project, the Super Bowl case isn’t just a once-a-year stunt — it’s a preview of a model that will scale and become a foundational characteristic of major brand advertising.

Read more from the source: Harvard Business Review

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